If your challenge is to get more enquiries and leads a quick and simple way to start generating that is by creating a powerful landing page. This standalone website page needs to communicate one message that will resonate with visitors and have one call to action. The result will be you’ll generate more enquiries and leads.
Here are 13 pro-tips to increasing your landing page conversion rate. You can also apply these to your website.
1. Strong and Simple Headlines and Subheadings
You have roughly 15 seconds from the moment your lead first visits your landing page to grab their attention. Your use of headlines and subheadings will naturally be scanned to see if your page is considered relevant and helpful. This is why it is vital that you spend time really working on your headlines and subheadings so you don’t lose those potential customers.
Your headlines should be simple, persuasive and easy to read while getting your point across as quickly as possible without being abrasive (i.e lots of CAPITAL LETTERS and needless punctuation).
Subheadings are there purely to support your headline and reinforce what you are already saying, they must be relevant otherwise you’ll confuse your reader
2. Stand out from the crowd
If you work in a very competitive industry, how can you make your landing page and website stand out? Especially when there are many companies offering the same benefit.
The first place to start is looking at your competitors landing page and website. You’ll very quickly notice patterns and trends emerging. What can you do differently? What could you add that would add value to your customers?
One great easy way to stand out is by adding bold colours to catch their eye. Also great images make a big difference, read more about this later.
Be careful not to go overboard though, stay true to your brand and don’t venture into gimmicky territory otherwise you’ll come across less professional. Look into what your competitors pages look like and try to get a one up on them.
3. Get personal
As the old saying goes, people buy from people. You want to connect with people so you need to be human, someone they can trust. Consider who you are really selling too, if you try to target too wide an audience, chances are you’ll lose out on people who would really get value from your offering and respond to your landing page.
Here is a great tool for defining your audience and working out who you are really selling to.
4. Testimonials mean credibility
For a first time visitor to your landing page, there's nothing to guarantee that they’ve heard of your company before, let alone trust in your work.
So, what can you do to to assure them of your credibility right from the offset?
Testimonials are an incredibly powerful way to prove that you’re business is worth getting involved with. New customers are always eager to check out reviews when buying from a new website, why should your business be any different?
By providing your new lead with someone to vouch for you right there when they first encounter your landing page you’ll be giving them the confidence they need to get in touch or provide you with their information, quickly and effectively. In turn, your conversion rate will sky rocket.
5. Less is always more
The amount of copy on your landing page should be considered thoughtfully. You want to have enough copy to give a good supply of relevant information while not giving too much that you’ll overwhelm them.
Top Tip: White space is key. Don’t overwhelm the reader, they need time to breathe.
6. Limit your links
Your landing page should include one action you want your potential lead to follow through with. The use of unnecessary links in the text or buttons will distract visitors from the response you’re aiming for. Lowering your conversion rate without meaning to. Provide quality, not quantity.
7. Clear communication
While less is more when it comes to copy on landing pages, you don’t want to short change your lead of information. Be clear of what they’ll receive by filling in your form. A good explanation can go a long way. If it’s too vague you’ll probably lose their interest or they’ll not see the full worth of what you can give.
8. One offer only
Be consistent in what you’re offering. Don’t attempt to try and squeeze multiple offers onto one landing page. This will just confuse your lead and make your page look disorganised. If you have multiple offers just make another landing page and you will significantly increase your conversion rate.
Consistency in your language is also much appreciated by the reader. I think we can all agree that it’s much easier to read copy if it’s all in one tone.
9. Give them value
Give the people what they want! It’s simple.
Don’t make them try too hard to get it, you want to provide them with the value they’re looking for but only in exchange for their info. If you can supply the answer for the age old question ‘What’s in it for me?’, it seems like a fair trade to in my opinion.
10. Give a Guarantee
Guarantee. The word itself gives a sense of safety and people love it.
Of course your guarantee will have to be relevant to your business. While they work best in a B2C market ‘Money back guarantee’ or ‘On-time guarantee’ are good examples. You can always find a way to guarantee something even if it's just for quality of service.
11. Pictures and Video
Photos and graphics always work well on landing pages as long as they’re relevant. Do the pictures reinforce the message you are giving them? Will they resonate with your visitors?
Videos are becoming an ever increasing successful marketing tool. Landing pages are more likely to convert by a staggering 80% when they include an interesting and related video.
12. Call to Action
A powerful call-to-action is one of the most critical aspects of creating a high converting landing page, this is what transforms people into hot prospects.
Your call-to-action should be big, bold and ultimately drive the action of your landing page. Buttons work best, (who doesn't want to click on a big bright button right?) and should contrast in colour to the rest of your landing page to stand out.
Top Tip: Avoid phrases on your call-to-action like ‘Submit Form’, you should aim to be as persuasive as possible, tell them exactly what they’re doing, get them excited.
13. Message match
Message match is the term we use to describe how well your landing page copy, design, and overall message matches that of the advert, social post, or email that is sending your visitors to the landing page.
One of the most important things to remember when creating a landing page is how people are getting there. Your advert or call to action that lead the prospects to your landing page made a promise and set their expectations of your landing page.
What is the offer you made to them that made them click? Take that away from the landing page and you will quickly lose their trust, and your money.